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Beiersdorf: Embracing commonalities, following shopper intuition
Marketers constantly “push” customers into sub-segments. And occasionally they forget to step back and find the commonalities to which they can appeal. “These are often the emotional or aspirational commonalities, as well as the benefits and needs,” said Delfina Cinco, director of marketing at Beiersdorf.
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Paris Presents ‘brings beauty to life’ with fan-based, social-media driven approach
Bringing beauty to life” is Paris Presents’ mantra. For the company, accomplishing this goal — and catering to its millennial audience — means focusing not on products themselves, but on what those products can do for the customer and how they can help her attain her own objectives. For example, applying makeup to achieve a particular look. It also means working with social influencers who understand millennials and their priorities.